Kentucky Derby spectators can use their binoculars to spot these tiny billboards from MassMutual
Johannes Leonardo built 20 dioramas all over the venue
Editor's Pick
>On May 5, 20 horses will compete at Churchill Downs in the Kentucky Derby. Spectators will don extravagant hats and sip juleps in the sun. And they’ll wait, binoculars in hand, ready to catch a glimpse of the action.
Knowing fans will already be peering through a pair of lenses before the race, MassMutual placed on-site activations for them to see, perfectly sized for 10x magnification. Scattered around the venue—on the roof beams, in the stadium and the infield—20 tiny dioramas feature miniature billboards with messages like, “Take a closer look at your finances to see the big picture.”
“Small Acts,” the campaign by Johannes Leonardo, recreates real-life vignettes, the kind made easy with careful financial planning. Little people, nearly invisible with the naked eye, cook out at a barbecue, walk the dog and play a game of catch beneath the signs. For those who can’t make it to the Derby itself, images of the installations are running on social media.
MassMutual is also the presenting sponsor for the traditional singing of “My Old Kentucky Home,” the anti-slavery ballad sung just before every Triple Crown race. The brand also commissioned a mural by local Louisville artist Jeremy Lewis, a custom design for a hat box by the Derby’s official milliner, Christine A. Moore, and an exhibition of historic hats, which will raise money for charity.
Credits
- Date
- May 02, 2019
- Client :
- MassMutual
- Agency :
- Johannes Leonardo
- Head of Brand and Advertising :
- Jennifer Halloran
- Head of Brand Activation and Engagement :
- Kristin Lane
- Advertising Director :
- Christa Perry
- Marketing Consultant :
- Kaitlyn Swierzewsky
- Chief Creative Officer :
- Jan Jacobs
- Chief Creative Officer :
- Leo Premutico
- Group Creative Director :
- Samira Ansari
- Creative Director :
- Kevin Watkins
- Creative Director :
- Hope Nardini
- Copywriter :
- Talia Berniker
- Art Director :
- Emily Haughbro
- Copywriter :
- Phoebe Talbot
- Art Director :
- Kimberly Scott
- Creative Intern :
- Dohee Kim
- Creative Intern :
- Haeun Kim
- Associate Design Director :
- Esther Park
- Designer :
- Christina Hillman
- Director of Creative Services :
- Michelle Moscone
- Project Manager :
- John Thomas Shults
- Head of Integrated Production :
- Dana May
- Executive Producer :
- Darbi Fretwell
- Senior Activation Producer :
- Maria Elena Lopez Frank
- Producer :
- Phil Guignon
- Head of Accounts :
- Emily Wilcox
- Account Director :
- Lisa Paravano
- Account Supervisor :
- Lily Shelmerdine
- Account Executive :
- Joel Bebasa
- Head of Strategy :
- Mark Aronson
- Associate Strategy Director :
- Johnny Roelofs
- Head of Communications Strategy :
- Meg Piro
- Communications Planner :
- Casey Donahue
- Senior Business Affairs Manager :
- Kacey Kelley
- Business Affairs Manager :
- Pamala Billman
- Founder/CEO :
- Tristan Brennan
- Account Supervisor :
- Leigh Anne Penfield
- Executive Producer :
- Abby Rosenthal
- Senior Producer :
- Niamh Allen
- Associate Producer :
- Jennifer Webb
- Operations Director :
- Danielle Steger
- Animation House :
- Hieronymus
- Videographer :
- Chris Ozer
- Photographer :
- Chris Ozer
- Editor :
- TBD
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